How Oatly Advertises on Meta

# Ad summary This ad shows people on a golf course pouring and drinking Oatly matcha oat milk. # Brand positioning Oatly is presented as a fun and adventurous brand, catering to those who want to enjoy life's simple pleasures while maintaining a health-conscious and environmentally responsible lifestyle. The brand aligns with values of playfulness, simplicity, and health. Oatly positions itself against boring beverages by offering a plant-based alternative that does not sacrifice taste or enjoyment, appealing to consumers looking for sustainable and exciting choices. # Product Oatly Matcha is a plant-based milk alternative made from oats and infused with matcha. It's packaged in a green carton featuring an illustration of a glass with a green straw. The carton states, "Upgrade your matcha game!" It is presented as a tasty and better alternative to traditional milk, fitting into a lifestyle where consumers seek enjoyable, health-conscious choices. # Visual style The ad has a casual and bright aesthetic. The editing style is simple, with static shots and smooth transitions. The production quality has a UGC feel, and supports the relaxed and approachable tone. The pacing is slow, and the ad seems to have a relaxed rhythm. # Hooks Visual: 00:00–00:01 Inside a yellow and green golf cart, two fair-skinned people sit on the seats, one driving and one holding a green Oatly Matcha carton in front of the windshield. The driver wears a white shirt, and the passenger wears a black short-sleeve shirt and has tattoos on their forearm. The carton is front and center, and the background shows a golf course on a bright day. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - Oatly Matcha is a plant-based milk that is a tasty and enjoyable alternative to traditional milk. # Benefits - Tastes good. - Better alternative to traditional milk. # Features - Oatly Matcha is a plant-based milk alternative made from oats and infused with matcha. - Packaged in a green carton. # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The ad is shot from the perspective of a customer within a golf cart. # Storyline - 00:00–00:02 00:00–00:02 The ad opens with a close-up shot inside a golf cart, where a hand holds a green carton of Oatly Matcha oat milk. The message is to highlight a refreshing and unique product. - 00:02–00:06 00:02–00:06 The carton is then used to pour Oatly Matcha into a glass filled with ice. The message is that Oatly is a beverage that can be incorporated into daily activities. - 00:06–00:09 00:06–00:09 The ad shows a wide shot of the golf cart driving down the course. The message here is that Oatly Matcha can be consumed on the go.

# Ad summary This ad features a series of short videos demonstrating the impact force of a small ball dropped repeatedly onto a table near cups of matcha latte. The ad uses quick cuts and jump cuts to showcase the product in a humorous way. # Brand positioning Oatly is presented as a fun and relatable brand, primarily known for its oat milk used in the making of matcha lattes. The brand appeals to consumers looking for a dairy-free alternative that does not compromise on taste or experience. The playful and somewhat absurd humor in the ad, such as dropping items near the drinks and creating an association between a hard surface and their product, suggests Oatly aims to stand out by being unconventional and memorable. Oatly positions itself as a brand that doesn't take itself too seriously, differentiating it from more traditional or serious competitors. # Product The product featured is Oatly oat milk used in matcha lattes. The ad does not explicitly describe the oat milk itself but implies its use as a base ingredient in the preparation of a matcha latte, served cold with ice. The lattes are served in a white paper cup with the Oatly logo printed on it. The ad emphasizes the latte preparation and consumption, promoting Oatly as a component of a delicious and trendy beverage. The ad highlights the aesthetic appeal of the matcha latte through its vibrant green color, presented as a visually appealing drink that is worth trying or buying, though the ingredients are not explicitly featured. # Visual style The ad has a lo-fi aesthetic, with simple stationary shots and jump cuts to maintain a casual, almost haphazard feel. The production quality appears minimal, enhancing the UGC (user-generated content) vibe. The editing features quick cuts and abrupt transitions, contributing to the ad's unexpected and humorous tone. The pacing is rapid, with about three cuts per second, keeping the viewer engaged with a stream of unusual visuals. Audio-visual sync is loose, with sound effects and spoken lines not strictly timed to visual actions, adding to the overall spontaneity. # Hooks Visual: 00:00–00:02 The camera, positioned at eye-level and stationary, captures three white paper cups arranged on a gray metal surface. The cup closest to the foreground is smaller and features the Oatly logo in pink. The cups are filled with a light green matcha latte and contain ice cubes. A hand holding a wooden stick enters the frame and strikes the table, creating a loud sound. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Call to action None used. # Social proof - None used. # Point of view - External source 100% – The perspective is that of an observer, capturing a quirky product demonstration without direct brand or customer testimonials. # Storyline - 00:00–00:02 00:00–00:02 A wooden stick is struck on the table. The intention is to create a sharp, attention-grabbing sound that introduces the video with a sense of anticipation. The perspective is external, focusing on the action and sound. The tone is abrupt and playful, setting the stage for the unusual content to follow. - 00:02–00:08 00:02–00:08 A small white ball is dropped onto the table. The message is to visually demonstrate the hard impact and relate it to the cups of matcha latte. The perspective is external, focusing on the action and its odd juxtaposition with the beverages. The tone is humorous and unexpected, as a ball is not typically associated with drinks. - 00:08–00:09 00:08–00:09 All right. [inaudible] The message is to acknowledge the strange content of the video with a casual, conversational interjection. The perspective is external, with the speaker acting as a meta-commentator on the scene. The tone is laid-back and self-aware, reinforcing the ad's overall humorous approach.

# Ad summary This ad features Oatly! Matcha oat drink. The ad shows the product on a conveyor belt in a factory setting. A choir sings about the product. # Brand positioning Oatly is presented as a fun, quirky, and health-conscious brand that offers plant-based alternatives to dairy products. The brand aims to occupy a space in the consumer's mind as an innovative and sustainable choice. The brand aligns with values of health, environmental responsibility, and a playful tone. Oatly pushes against traditional dairy norms by offering a plant-based alternative. The brand positioning is both functional, providing a dairy alternative, and emotional, promoting a lifestyle choice that is environmentally friendly and health-conscious. # Product The product featured is Oatly! Matcha oat drink, a plant-based beverage made from oats and infused with matcha. It is packaged in a 250ml green carton. The ad highlights the product's unique selling proposition (USP) through a choir singing about the product. The ad does not explicitly mention use occasions or address purchase barriers, but it implies that it is a convenient and tasty option for those seeking a dairy-free alternative. The ad tells the viewer that this product is worth trying or buying because it is a delicious and innovative plant-based beverage. # Visual style The ad has a polished and clean aesthetic, with a focus on product presentation. The editing style is smooth with static shots and slow zooms. The production quality is high, resembling a commercial. The visual motif is the continuous movement of the product on the conveyor belt. The pacing is moderate, with cuts timed to the music. The audio and visual elements are synchronized, with the choir's singing matching the product's movement. # Hooks Spoken: 00:00–00:03: [Singing] Oat-ly... Maaaat-cha Text overlay: 00:00–00:03: 🎵Oat-ly...🎵 / 00:02–00:03: 🎵Maaaat-cha🎵 Visual: 00:00–00:03: Close-up shot of Oatly! Matcha oat drink cartons moving along a conveyor belt in a factory setting. The background is a blurred view of more cartons and factory equipment. The lighting is bright and even. The camera is stationary and focuses on the product as it moves. # Funnel stage Top of funnel (Awareness) # Pain points The ad does not explicitly state a pain point. # Value propositions - Convenient and tasty dairy-free option - Innovative plant-based beverage # Benefits - Plant-based beverage - Dairy-free alternative # Features - Oatly! Matcha oat drink - 250ml volume # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad is presented entirely from the brand's perspective, using a choir and factory setting to showcase the product. # Storyline - 00:00–00:03 The ad opens with a close-up shot of Oatly! Matcha oat drink cartons moving along a conveyor belt. - 00:00–00:03 The choir begins to sing, introducing the product and its name, 'Oatly! Matcha.' The message is to familiarize the audience with the product in a catchy and memorable way. The perspective is from the brand, using a choir to create a unique and attention-grabbing introduction. The tone is lighthearted and musical. - 00:03–00:07 The camera zooms in on the carton, highlighting the volume of the drink, 'Two hundred fifty milliliters.' The message is to inform the audience about the product's size. The perspective is from the brand, providing factual information about the product. The tone is informative and straightforward. - 00:07–00:17 The conveyor belt continues to move, showcasing multiple cartons of Oatly! Matcha. The message is to emphasize the product's availability and production. The perspective is from the brand, showing the scale of production. The tone is consistent with the musical and lighthearted introduction.

# Ad summary This ad shows a DJ performing at a music festival. People are dancing and drinking Oatly. # Brand positioning Oatly is presented as a fun, youthful brand that is associated with music and dancing. The brand is presented as a drink to have at a party or music festival. The brand is presented as a fun alternative to other drinks. # Product Oatly is a plant-based milk alternative that comes in a carton with a straw. The carton is green and has the Oatly logo on it. The drink is for people who want to enjoy themselves at a party or music festival. # Visual style The ad has a bright and colorful visual style. The editing is quick and the pacing is fast. The ad has a UGC feel. # Hooks Visual: 00:00–00:01 A DJ with long blonde hair and sunglasses is performing at a music festival. The background is a white screen with the Oatly logo on it. The lighting is bright and colorful. / 00:01–00:03 A person with red curly hair is dancing and holding a carton of Oatly. The person is wearing a blue denim shirt and jeans. The background is a crowd of people dancing. The lighting is bright and colorful. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - Fun alternative to other drinks # Benefits - Fun - Youthful - Associated with music and dancing # Features - Plant-based milk alternative - Comes in a carton with a straw # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad is told from the brand's point of view. # Storyline - 00:00–00:01 00:00–00:01 The ad opens with a DJ performing at a music festival. The intention is to show the audience the setting of the ad. - 00:01–00:04 00:01–00:04 A person is dancing and holding a carton of Oatly. The intention is to show the audience that Oatly is a drink to have at a music festival. - 00:04–00:05 00:04–00:05 The ad returns to the DJ performing. The intention is to show the audience the setting of the ad. - 00:05–00:07 00:05–00:07 A person is dancing and holding a carton of Oatly. The intention is to show the audience that Oatly is a drink to have at a music festival. - 00:07–00:08 00:07–00:08 The ad returns to the DJ performing. The intention is to show the audience the setting of the ad. - 00:08–00:22 00:08–00:22 A person is dancing and holding a carton of Oatly. The intention is to show the audience that Oatly is a drink to have at a music festival.

# Ad summary This ad features a drink that is described as a "ginger nut chai drink." The ad shows people taking photos and videos of the drink, and the drink itself seems to be speaking to the viewer, telling them to stop looking at it. # Brand positioning The brand is presented as unconventional and attention-grabbing, pushing against the norm of drinks existing solely for social media content. It positions itself as a drink that demands attention and challenges the viewer's perception of its purpose. The brand aligns with a bold, self-aware tone, suggesting it's not just another product but an experience that defies expectations. It ignores the typical functional or emotional positioning, instead opting for a confrontational and humorous approach. # Product The product is described as a "ginger nut chai drink." It is presented as a visually striking beverage that people are compelled to photograph and share on social media. The drink itself is personified, speaking directly to the viewer and expressing annoyance at being treated as mere content for social media feeds. The ad does not explicitly state any functional details or ingredients, but it implies that the drink is unique and captivating enough to warrant attention. The ad addresses the purchase barrier of novelty by presenting the drink as something that challenges the viewer's expectations and demands to be experienced rather than just consumed. # Visual style The ad has a raw, unfiltered aesthetic with a mix of polished product shots and shaky, handheld footage. The editing style is quick and jumpy, with frequent cuts between different perspectives and subjects. The production quality feels like a hybrid of UGC and a professionally shot commercial, which supports the intended tone of authenticity and irreverence. The pacing is fast, with cuts timed to the music and voiceover, creating a sense of energy and urgency. # Hooks Spoken: 00:00–00:02: I'm a drink, a f*cking ginger nut chai drink. Text overlay: 00:00–00:02: I'm a drink / 00:02–00:04: chai drink Visual: 00:00–00:01: A glass of layered brown and white liquid with a straw sits on a black rotating platform. The camera is positioned low, looking up at the drink. The background is a dimly lit industrial space with exposed pipes and wires. / 00:01–00:03: The camera angle widens, showing the drink on a conveyor belt in a brightly lit space. People are visible in the background. # Funnel stage Top of funnel (Awareness) # Pain points The ad implies that people are tired of drinks that only exist for social media content. # Value propositions - Unique and captivating enough to warrant attention # Benefits - Visually appealing - Shareable on social media # Features - Ginger nut chai drink # Call to action None used. # Social proof - None used. # Point of view - Customer 40% – The ad shows customers interacting with the product, taking photos and videos. - Brand 60% – The voiceover represents the brand's perspective, speaking directly to the viewer and expressing its unique personality. # Storyline - 00:00–00:02 00:00–00:02: The ad opens with a shot of the drink on a conveyor belt, and a voiceover introduces it as "a f*cking ginger nut chai drink." - 00:02–00:07 00:02–00:07: People are shown taking photos and videos of the drink with their phones, highlighting its visual appeal and shareability. - 00:07–00:16 00:07–00:16: The drink, personified by a voiceover, speaks directly to the viewer, questioning their motives for looking at it and telling them to stop. - 00:16–00:20 00:16–00:20: The drink continues to speak, describing itself as "sticky" and "done," implying a sense of finality or completion.

# Ad summary This ad features a glass of Oatly oat milk with a foamy top. The ad focuses on the product's visual appeal and is set to classical music. # Brand positioning Oatly is presented as a modern, plant-based alternative to traditional dairy products. The brand is positioned as a premium, high-quality option for consumers seeking sustainable and ethical choices. The ad emphasizes the visual appeal of the product, suggesting that Oatly is not only good for the planet but also enjoyable to consume. Oatly aims to occupy the space of a sophisticated, health-conscious, and environmentally responsible brand. # Product The product featured is Oatly oat milk, served in a clear glass with a thick layer of foam on top. The ad highlights the creamy texture and rich color of the oat milk, emphasizing its visual appeal. The product is presented as a ready-to-drink beverage, suitable for any occasion. The ad does not explicitly state the ingredients or nutritional benefits but focuses on the sensory experience of enjoying the drink. The Oatly oat milk is portrayed as a delicious and visually appealing alternative to traditional dairy milk. # Visual style The ad has a clean and polished aesthetic, with bright lighting and a focus on the product's visual details. The editing is minimal, with static shots and smooth transitions. The production quality is high-end, giving the ad a sophisticated and premium feel. The pacing is slow and deliberate, allowing the viewer to appreciate the product's appearance. The audio-visual sync is subtle, with the music complementing the visuals. # Hooks Spoken: 00:00–00:11: [Singing] Splitting the foam. Visual: 00:00–00:02: A glass of Oatly oat milk with a foamy top sits on a metal surface. The background is a blurred-out wall. The lighting is bright and even, highlighting the textures of the metal and the drink. The camera is stationary, providing a clear view of the product. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - None used # Benefits - None used # Features - Foamy top # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad is presented from the brand's perspective, showcasing the product in an appealing way. # Storyline - 00:00–00:02 A glass of Oatly oat milk with a foamy top sits on a metal surface. - 00:02–00:07 A hand reaches in and picks up the glass, then places it back down. - 00:07–00:11 The glass of Oatly oat milk sits on the metal surface.

# Ad summary This ad features a glass of iced ginger nut chai drink on a conveyor belt. The drink speaks directly to the viewer, expressing its frustration at being photographed for social media instead of being consumed. It sarcastically directs the viewer to find the recipe in the caption and then scroll away. # Brand positioning Oatly is presented as a brand that challenges the norms of food and beverage advertising. The ad uses humor and sarcasm to stand out, positioning Oatly as a brand that doesn't take itself too seriously. By directly addressing the viewer and mocking the trend of photographing food for social media, Oatly aligns with a more authentic and less curated lifestyle. The brand pushes against the typical polished and aspirational advertising, instead opting for a more relatable and irreverent tone. This approach suggests that Oatly aims to occupy a space in the consumer's mind as a brand that is self-aware, honest, and not afraid to be different. # Product The product featured is a layered iced drink referred to as a "ginger nut chai drink." It consists of a light brown liquid at the top, likely the chai component, a white layer in the middle, and a darker amber liquid at the bottom, presumably the ginger nut element. The drink contains ice cubes. The ad highlights the drink's visual appeal, implying it's something people would want to photograph. However, the drink itself expresses its frustration with this, stating, "You made me cold and called it refreshing." The ad addresses the barrier of simply admiring the drink by urging viewers to actually make and consume it, providing a recipe in the caption. The drink is presented as something that is ultimately meant to be enjoyed rather than just looked at. # Visual style The ad has a clean, minimalist aesthetic with a focus on the product. The editing style is simple, with static shots and slow camera pans. The production quality is polished, giving it a commercial feel. The pacing is slow and deliberate, allowing the viewer to focus on the drink and its message. The audio-visual sync is not particularly emphasized, but the text overlays are timed to coincide with the spoken lines. # Hooks Spoken: 00:00–00:03 I'm a drink, a fucking ginger nut chai drink. [sarcastic] Text overlay: 00:00–00:01 I'm a drink / 00:01–00:03 a fucking ginger nut chai drink Visual: 00:00–00:03 A tall glass filled with a layered iced drink sits on a small, round, black platform. The drink has three distinct layers: a light brown layer at the top, a white layer in the middle, and a darker amber layer at the bottom. Ice cubes are visible in the top layer. The platform is on a gray, metallic surface with linear grooves. The background is blurred, but hints of a blue wall and a shelf with green and white objects are visible. The camera is stationary and focuses on the drink. # Funnel stage Top of funnel (Awareness) # Pain points The central frustration is the objectification of food and drinks for social media content rather than being consumed and enjoyed. "What, you think I exist for your feed?" # Features - Ginger nut chai drink - Iced # Call to action Get your fucking stupid, fucking shitty recipe in the caption, then scroll out of my face. # Point of view - Brand 100% – The entire ad is told from the perspective of the drink, using first-person narration to express its thoughts and feelings. # Storyline - 00:00–00:03 00:00–00:03 The drink introduces itself as a "ginger nut chai drink." - 00:03–00:06 00:03–00:06 The drink sarcastically states that the viewer won't stop staring, implying its visual appeal. - 00:07–00:10 00:07–00:10 The drink questions if the viewer thinks it exists for their social media feed, challenging the trend of photographing food. - 00:10–00:14 00:10–00:14 The drink demands the viewer to stop looking at it. - 00:14–00:18 00:14–00:18 The drink complains about melting and being sticky, highlighting the downsides of prolonged observation. - 00:18–00:23 00:18–00:23 The drink expresses its frustration at being made cold and called refreshing, suggesting it's being objectified. - 00:23–00:27 00:23–00:27 The drink curses at the viewer, escalating its annoyance. - 00:27–00:30 00:27–00:30 The drink repeats its demand to stop looking at it. - 00:32–00:39 00:32–00:39 The drink sarcastically tells the viewer to get the recipe in the caption and then scroll out of its face, providing a call to action while maintaining its annoyed tone.

# Ad summary The ad showcases a variety of aesthetically pleasing drinks made with Oatly products, emphasizing the brand's versatility and visual appeal. # Brand positioning Oatly is presented as a versatile and visually appealing brand that fits into a modern, aesthetically driven lifestyle. The brand aims to occupy a space in the consumer's mind as a go-to choice for plant-based milk alternatives, particularly for those who value both taste and visual presentation. Oatly aligns with values of creativity, health, and contemporary living, pushing against the norms of traditional milk advertising by focusing on artistic and visually engaging content. The brand positioning is both functional, offering a milk alternative, and emotional, appealing to consumers who appreciate beauty and innovation in their food and beverage choices. # Product The ad features Oatly's oat milk as a versatile ingredient for creating visually stunning and delicious beverages. The product is presented as a plant-based milk alternative suitable for a wide range of drinks, from coffee to matcha lattes. The ad highlights the product's ability to blend seamlessly into various recipes, enhancing both the taste and aesthetic appeal of the drinks. The USPs are its versatility, plant-based nature, and ability to create visually appealing beverages. The ad showcases various use occasions, including everyday coffee, elaborate matcha lattes, and other creative drink recipes. The ad addresses the purchase barrier of taste perception by visually demonstrating how Oatly can be used to create appealing and delicious drinks. # Visual style The ad has a clean and minimalist aesthetic with a focus on showcasing the visual appeal of the drinks. The editing style is characterized by static shots and smooth transitions, creating a polished commercial feel. The visual motif is the use of layered drinks in clear glasses, highlighting the colors and textures of the ingredients. The pacing is slow and deliberate, allowing viewers to appreciate the visual details of each shot. # Hooks Visual: 00:00–00:01: A close-up shot of a short, clear glass filled with a layered coffee drink. The bottom layer is dark brown, the middle is a creamy beige, and the top is a lighter beige. An ice cube shaped like the Oatly logo is partially submerged in the drink. The background is a plain, light beige surface. The lighting is soft and diffused, creating a smooth texture on the drink and glass. The camera is stationary, providing a clear and focused view of the drink. / 00:01–00:02: A close-up shot of a tall, clear glass filled with a layered matcha drink. The bottom layer is a reddish-purple with small, seed-like inclusions, the middle is a creamy white, and the top is a vibrant green with ice cubes. A clear straw is visible in the drink. The background is a plain, light beige surface. The lighting is soft and diffused, highlighting the textures and colors of the drink. The camera is stationary, providing a clear and focused view of the drink. / 00:02–00:03: Two glasses are shown side by side on a plain, light beige surface. The glass on the left contains a layered drink with a beige bottom, dark brown swirls, and a dusting of brown powder on top. The glass on the right contains a layered drink with a yellow bottom, creamy white middle, and brown top. The lighting is soft and diffused, highlighting the textures and colors of the drinks. The camera is stationary, providing a clear and focused view of the drinks. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - Oatly's oat milk allows you to create visually appealing and delicious plant-based drinks. # Benefits - Creates visually stunning beverages - Enhances the taste and aesthetic appeal of drinks # Features - Plant-based milk alternative - Versatile ingredient for various drinks # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The entire ad is presented from the brand's perspective, showcasing the versatility and aesthetic appeal of Oatly products. # Storyline - 00:00–00:01 The ad opens with a close-up of a glass containing a layered coffee drink with an ice cube shaped like the Oatly logo. - 00:01–00:02 The scene transitions to a glass filled with a layered matcha drink with ice. - 00:02–00:03 The ad shows two glasses side by side, each containing a different layered drink. - 00:03–00:04 The ad returns to a close-up of the matcha drink, now with the Oatly logo prominently displayed on the glass. - 00:04–00:05 The scene transitions to a glass of dark liquid with a white foam top, next to a playing card. - 00:05–00:06 The ad shows a layered drink with a white foam top, green layer, and tan bottom layer. - 00:06–00:07 The scene transitions to a cup of coffee next to a crumpled tissue with red stains. - 00:07–00:09 The ad concludes with a graphic featuring the Oatly logo and the words "LOOK BOOK SEASON: AUTUMN/WINTER YEAR: 2025".